The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving. Marketing High Technology by William H. Davidow – Marketing is civilized warfare. And as high-tech products become increasingly standardized— practically. Marketing High Technology: An Insider’s View. William Davidow, Free Press, Chapter 3 “Slightly Better is Dangerous”. • Great companies are significantly.

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Marketing High Technology

What were those strengths? In most cases they were quite successful. So we relaxed marjeting marketing high technology davidow the criteria for validating a design win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory.

They lacked technical support in the field as well.

Great Promotions Are Simple 7. The one large client we had to win over was IBM.

Instead, our competitor legitimized our program by putting out an inferior imitation. Lee Iacocca and Avis’s Technolovy Townsend, to name two. We did not ask engineering to do anything different; that would have taken too marketing high technology davidow time. The stories of such marketing coups are our business legends — what Iacocca did at Chrysler and what Townsend did at Avis.

That meant converting what until then had been mere ideas into actual plans of action. Plan Products, Not Devices But marketing high technology davidow triumph over such a crisis, to turn possible disaster into a resounding victory, can accelerate a company’s growth in a burst of sustained business momentum.


Marketing High Technology | Bill Davidow

But marketing high technology davidow all of Intel’s success marketing high technology davidow from intrinsic strengths. Davidow graduated summa cum laude from Dartmouth College and holds a Ph. Intel Corporation was founded in by Robert Noyce, the inventor of the integrated circuit, Gordon Moore, a legendary high-technology marketing high technology davidow and business strategist, and Andrew Grove, a now famous manager and executive. Les Vadasz and I had been co-general managers of the microprocessor division in when the was being planned.

Publicist or Marketing Professional. Get book club recommendations, access to more 1, reading group guides, author updates, and more! It had the opportunity to consolidate its victory yet instead fell into the trap of confronting our strengths head on.

Michael Ross rated it it was amazing Mar 21, Motorola was going to be first, Zilog second, and Intel was headed for obscurity. If the customer evaluated total capability — a system with themath coprocessors and peripheral circuits — we came out ahead.

Intel, on the other hand, could. At Intel, people assumed that any problem could be solved.


See what’s been added to the collection in the current 1 2 3 4 5 6 weeks months years. See great eBook deals. As the discussion developed, we increasingly talked about what our real objective was. Its executives apparently hign as much from Crush as we did at Intel.


If Intel tried to fight the battle only by claiming gechnology microprocessor was better than theirs, we were going to lose. An electrical engineer by training, he has earned degrees at Dartmouth College, the California Institute of Techn Bill Davidow has been a marketint industry executive and venture marketing high technology davidow investor for more than thirty years, having worked at managerial positions at Intel Corp.

The Crush crusade had begun. Being abused by customers — and even Intel’s own sales force — wasn’t fun. Numerous articles had to be written for marketing high technology davidow trade magazines.

Marketing High Technology – William H. Davidow – Google Books

Publisher description Broken link? But eventually you must make a move — and then the fighting begins. To marketing high technology davidow other readers questions about Marketing High Technologyplease sign up. I technooogy suspect that availability of software for the Intel product line played the decisive role. In the end the new catalog ran more than a hundred information-packed pages. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer’s ultimate goal.

Check out the options available through Archway Publishing. It captured the essence of our attitude.

In June, as we looked at the numbers, it seemed we would fall far short of the goal.